Business and Marketing Education

D IGITAL M ARKETING

STRAND 1 Students will be able to define Marketing and Digital Marketing and identify trends in the Digital Marketing Industry. Standard 1 Students will demonstrate a basic understanding of Marketing and Digital Marketing භ Define the marketing terms: x Marketing x Digital marketing x Marketing mix x Marketing concept x Advertising and promotion භ Explore current trends in Digital Marketing such as:

x Artificial intelligence x Real-time marketing x (Cx) Customer experience x Marketing automation x Location based marketing x Cloud computing x Software as A Service (Saas)

Standard 2 Students will demonstrate understanding of brand and brand positioning techniques and strategies. Why is branding important to a business and consumers? භ Explore branding as it relates to a business and its influence on consumers භ Explain the concept of brand equity, brand values, and experiential branding. භ Understand the characteristics of good branding strategies and the impact these strategies have on creating or improving brand equity and brand image. x Recognizable x Customer attraction x Emotion x Confidence in product

x Brand recognition x Brand preference x Brand tone/feel x Online reviews, rankings, and feedback x Trademarks and copyrights x Brand Loyalty - rewards programs

Standard 3 Students will understand how firms use marketing segmentation to identify and test target markets. භ Understand and explain the following market segmentation: P a g e 2 | 10 July 2018

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